Fabulous Retailer Response to Shringar’s New Launch – 24K Shuddh Collection Sets New Benchmark at IIJS 2025
The Indian jewellery industry witnessed a momentous launch at the prestigious IIJS Expo, as Shringar House of Mangalsutra Ltd., the country’s leading mangalsutra manufacturer, unveiled the 24K SHUDDH COLLECTION – one of India’s first-ever 24 Karat HUID Hallmarked Mangalsutra collections. Crafted in 995 finesse with BIS-certified HUID hallmarking, this groundbreaking collection reimagines the mangalsutra not just as a symbol of tradition, but also as a pure 24K investment. It bridges cultural heritage with contemporary consumer value – a concept that has resonated powerfully across the retail landscape
Launch Event Reception
The launch event received an overwhelming response from retailers and was graced by several respected industry leaders and dignitaries, including: Mr. Sachin Jain – CEO India, World Gold Council, Mr. Rajesh Rokde – Chairman, GJC, Mr. Sabyasachi Ray – Executive Director, GJEPC, Mr. Rajesh Kalyanaraman – Kalyan Jewellers, Mr. Varghese Jos Alukka – Jos Alukkas, Mr. Saurabh Gadgil – Chairman & MD, PNG Jewellers, Mr. Ashish Pethe – Director, WHP Jewellers, Mr. Anil Kataria & Mr. Santosh Kataria – DP Abhushan, Mr. Vikas Kataria – Kumari Jewels, Mr. Kinjal Shah – Head of RJC Asia …along with prominent jewellers and buyers from across India.
Retailer Feedback
The response from retailers has been phenomenal – with over 200+ confirmed orders from major chain stores and independent jewellers. Many retailers have highlighted the collection’s appeal as a compelling alternative to traditional bullion, combining purity, sentiment, and consumer trust.
Chairman’s Statement
“A few months ago, Sachin Bhai asked me—since we’re already producing so many mangalsutra collection in various karats—why can’t we do something in 24 karat? That question became a mission for us. His words stayed with me, and after months of effort, we’ve developed this product and brought it to that level. It’s 995 purity, 24 karat hallmarked, and remarkably, it has a hardness of 22 karat gold. I’m truly delighted that today, this has been launched by the hands of such esteemed dignitaries. Thank you so much to everyone who supported us —truly grateful.” — Mr. Chetan Thadeshwar, Chairman & MD, Shringar House of Mangalsutra Ltd.
World Gold Council Insight
“Huge congratulations on Shringar’s creativity. Whenever we recommend something, it’s always after understanding the consumer. In the past 18 months, we’ve seen tremendous growth in gold and its perceived value. There’s a strong demand for its purest form. We studied this and found that the modern consumer is ready to buy pure gold in its purest form. In markets like China, over the past five years, 24 karat gold jewellery has become the most meaningful way for young consumers to express love. I’m genuinely happy that an organisation like Shringar took a simple conversation and turned it into a phenomenal product line—so quickly. I believe this will create a new segment, a fresh way to present gold to our customers, and it will deeply resonate with the new-age consumer. Congratulations again!” — Mr. Sachin Jain, Regional CEO India, World Gold Council (WGC)
GJC Chairman’s Perspective
“Shringar’s 24K SHUDDH Collection is a bold and visionary step that reflects the evolving expectations of Indian consumers. By combining the emotional heritage of the mangalsutra with the unmatched purity of 24K gold, Shringar has created a category-defining innovation. This is exactly the kind of product leadership our industry needs as we move into a more value-conscious and quality-driven future.” — Mr. Rajesh Rokde, Chairman, All India Gem and Jewellery Domestic Council (GJC)
Kalyan Jewellers Support
“Shringar has long been an innovator in this industry, and Sachin from the World Gold Council gave them the idea to launch a 24 karat mangalsutra—the purest form of gold. Weddings are a moment when the groom wants to give the bride something in its purest form—and what could be better than a 24 karat mangalsutra? Wishing all the best to Shringar and the entire team. Also, since Shringar has filed for an IPO, we wish them great success. More transparency in our industry is better for all stakeholders. On behalf of Kalyan Jewellers, I’d like to wish IIJS, GJEPC, the World Gold Council, and Shringar all the very best for the show.” — Mr. Rajesh Kalyanaraman, Kalyan Jewellers
PNG Jewellers Endorsement
“Today is truly special, because I believe Shringar has become the first in India—possibly in the world—to launch a 24 karat gold mangalsutra. As Sachin Ji mentioned, the World Gold Council conducted extensive research on trends, especially among youth and millennials, and published a report based on those insights. Shringar has done a fantastic job. This mangalsutra is a pride of Maharashtra. At PNG as well, the highest selling category is mangalsutras, and Shringar specialises in mangalsutras—so it’s a beautiful synergy. I’m very happy that this category is now reaching a new level with 24 karat designs being added. We’ve just seen it ourselves—it’s lightweight, yet durable and strong. I believe gold is here to stay and will only grow stronger. The emotions behind gold purchases will become even purer. So, congratulations to Shringar on this fantastic product. We’re excited to showcase this to our customers—because, as Sachin said, it truly makes the buying experience purer. Many congratulations again!” — Dr. Saurabh Gadgil, PNG Jewellers
Jos Alukkas Recognition
“I’m happy that Shringar has launched India’s first 24 karat jewellery. While we often hear about 18, 14, or even 9 karat jewellery, Shringar has taken a bold step forward with 24 karat jewellery—a first for India. We wish them all the best and are glad this has been launched during IIJS. I encourage all visitors and participants to check out this 24 karat collection. It allows us to offer something truly unique in our stores. Wishing you all the very best.” — Mr. Varghese Jos Alukka, JOS ALLUKAS
WHP Jewellers Praise
“Congratulations to Chetan Bhai and the entire Shringar team. And thank you, Sachin Ji, for inspiring the move to 24 karat. Mangalsutra holds deep emotional value for everyone in Maharashtra, and 24 karat gold is also highly cherished here. You’ve combined both of Maharashtra’s greatest loves into one—creating a 24 karat mangalsutra. It’s a brilliant idea, and I’m sure it’s going to be a superstar in Maharashtra. All the best!” — Mr. Ashish Pethe, WHP Jewellers
Kumari Jewels Support
“Congratulations to Chetan Bhai, Viraj and Balraj for yet another remarkable initiative. Chetan Bhai is always doing something new and pathbreaking for the jewellery industry, and it brings great joy whenever someone brings something meaningful to the table. So once again, congratulations to the entire Shringar team. Thank you!” — Mr. Vikas Kataria, Kumari Jewels
RJC Asia Comment
“A new chapter begins! Congratulations to Shringar House of Mangalsutra on the launch of the 24K SHUDDH COLLECTION. This is a monumental step forward – bringing an unparalleled level of purity and trust to a symbol so deeply rooted in tradition,” — Mr. Kinjal Shah, Head – Responsible Jewellery Council (RJC), Asia.
CEO’s Vision
“With the launch of the 24K SHUDDH COLLECTION, we’ve redefined what a mangalsutra can stand for — not just emotional and cultural value, but also absolute purity and asset-worthiness. This innovation reflects our commitment to delivering jewellery that resonates with the modern Indian woman,” said Mr. Viraj Thadeshwar, CEO, Shringar House of Mangalsutra Ltd.
Festive Season Impact
As retailers gear up for the upcoming festive season, the 24K SHUDDH COLLECTION is being hailed as a game-changing offering that brings unmatched value to customers looking for both emotional and financial significance in their jewellery.
Gratitude to Partners
Shringar House of Mangalsutra Ltd. extends heartfelt thanks to its retail partners and the broader jewellery community for this enthusiastic reception and looks forward to lighting up showcases across India with this unique 24K innovation.
About Shringar House of Mangalsutra
Shringar House of Mangalsutra is India’s largest gold jewellery manufacturer and a market leader in mangalsutra craftsmanship. With a legacy of blending tradition and innovation, the company offers exquisite jewellery designed to celebrate life’s most cherished moments.
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